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Introduction

Strategic analysis takes important place in the process of preparing and making management decisions and is an integral part of planning the economic activities of enterprises of all forms of ownership. For the reason that in conditions market economy business leaders, chief accountants and managers different levels should pay more attention to solving strategic problems. Here strategic analysis comes to their aid, which is based on materials from other economic disciplines and its goal is to master knowledge and methods and techniques for conducting analytical research, identifying opportunities for increasing the efficiency of production, financial and investment activities.

Strategic analysis is of great importance for assessing performance and changing the strategic plan of an enterprise or its implementation.

Managing an enterprise in a market economy is impossible without planning economic activities at all levels: strategic, tactical and operational. The most important is the strategic level, at which management decisions that are vital for the further development of the enterprise are made. The strategic level of management is the highest level, the supporting function of which is strategic analysis.

When exploring the essence of strategic analysis, it is necessary to pay attention to the fact that this term, as well as some other terms (strategic vision, strategic goals, strategic management, etc.), was created from the word strategy. Consequently, to determine the features of strategic analysis, it is necessary to dwell on what strategy is and what significance it has for the enterprise.

Strategy is a comprehensive plan for an enterprise's activities, which is developed on the basis of a creative, scientifically based approach and is assigned to achieve the long-term global goals of the enterprise.

Thus, strategic analysis is a complex study of positive and negative factors that may affect the economic state of the enterprise in the future, as well as ways to achieve the strategic goals of the enterprise.

The purpose of the work is to perform a PEST analysis of the Gazprom OJSC enterprise, propose your own method for analyzing the external environment of the enterprise, and draw a conclusion.

1. The influence of the external environment on the activities of the enterprise

The concept of the external environment of an enterprise is of utmost importance in the strategic management of an enterprise. It appeared in management practice quite recently. F. Kotler gives the following definition of the external environment:

The external environment of the company is a set of active subjects and forces operating outside the company and influencing the ability of management to establish and maintain successful cooperative relationships with target clients.

Thus, almost everything that exists outside the enterprise can be included in its external environment, but only if all these elements can influence it.

From the point of view of the enterprise, the external environment of the enterprise can be characterized by two features: breadth, mechanism of influence on the enterprise.

These characteristics can be used to divide the external environment into:

1. The environment of the immediate environment or the microenvironment of the enterprise.

2. Remote (general) environment or macroenvironment.

Accordingly, changes in the external environment affecting the activities of firms can be divided into two groups: macro- and micro-changes. Changes in the macroenvironment are determined by external forces that affect all markets at once. These include major economic, demographic, political, technological and cultural shifts. Changes in the macroenvironment of the enterprise do not directly affect it.

Changes in the microenvironment refer to specific events that affect the industry in which a firm operates: changes in the needs and behavior of its customers, competitors, intermediaries and suppliers. Through micro changes, changes at the macro level impact a specific industry. Thus, the activities of an enterprise are directly influenced by its microenvironment, which should be given primary attention.

Analysis of the external environment of the enterprise: allows you to identify factors that promote or hinder the commercial success of the enterprise. As the dynamism of the external environment increases, such analysis becomes a vital factor for an enterprise that determines its survival. Not all elements of the external environment have the same importance for the enterprise, so an important part of the analysis is identifying those that play an important and significant role.

Thus, analysis of the external environment allows us to identify both opportunities and threats for the enterprise, as well as the causes of instability and uncertainty of production. Let's define the above mentioned terms:

Opportunity is a prospect for the development of an organization, taking into account the fulfillment of certain conditions.

Threats are actions and factors whose presence can harm the enterprise, with the possibility of bankruptcy.

Instability is a state of a system characterized by the heterogeneity and multi-temporality of each of the ongoing processes and all changes in general.

Uncertainty is the absence or lack of definition of something. Usually occurs due to lack of necessary information.

On this moment Common systems for analyzing the external environment of an enterprise are PEST and SWOT analysis.

The analysis is carried out according to the "factor - enterprise" scheme. The results of the analysis are presented in the form of a matrix, the subject of which is the factors of the macroenvironment, the predicate is the strength of their influence, assessed in points, ranks and other units of measurement.

The results of the PEST analysis allow us to assess the external economic situation in the sphere of production and commercial activities.

SWOT analysis is a strategic planning method used to assess factors and phenomena affecting a project or enterprise. All factors are divided into four categories: s trengths (strengths), w eaknesses ( weak sides), o pportunities (opportunities) and t hreats (threats). The method includes defining the goal of the project and identifying internal and external factors that contribute to its achievement or complicate it.

PEST analysis (sometimes referred to as STEP) is a marketing tool designed to identify political ( P olitical), economic ( E conomic), social ( S social) and technological ( T echnological) aspects of the external environment that affect the company's business.

Politics is studied because it regulates power, which in turn determines the company's environment and the acquisition of key resources for its activities. The main reason for studying economics is to create a picture of the distribution of resources at the state level, which is the most important condition for the activity of an enterprise.

Equally important consumer preferences are determined using the social component of PEST analysis. The last factor is the technology component. The purpose of his research is considered to be to identify trends in technological development, which are often the causes of changes and losses in the market, as well as the emergence of new products.

2. Analysis of the state of the internal and external environment at OAO Gazprom

2.1 Brief description of the organization

Open Joint Stock Company Gazprom is one of the most important participants in global energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, which is one of the main components of its development strategy.

In the world ranking of oil and gas companies, Gazprom ranks first in natural gas production. In terms of oil production and refining volumes, Gazprom is one of the five largest Russian companies. oil companies and among the twenty world leaders in the oil business.

The term OAO Gazprom refers to the parent company of the Gazprom Group - Open Joint Stock Company Gazprom. The Gazprom Group should be understood as a set of companies consisting of OJSC Gazprom and its subsidiaries.

The Group's role in global energy markets is not limited to its export potential and reputation as a reliable and stable supplier of energy resources. The specificity of Gazprom is that it is both a producer and a supplier of energy resources, having a powerful resource base and an extensive gas transportation infrastructure. Thanks to Russia's geographic location, Gazprom has the opportunity to become an energy bridge between the markets of Europe and Asia, supplying its own gas and providing gas transit services from other producers.

The Gazprom Group has a fairly complex and broad organizational structure. Total number of these companies with various equity participations of OAO Gazprom exceeds 150 units.

The Group has one of the world's largest gas pipeline systems and provides the bulk of natural gas production and transportation through high pressure pipelines to Russian Federation. It is also the largest exporter of natural gas in European countries, carries out oil production and production of petroleum products.

The Group carries out the following main types of business activities: exploration and production of gas, gas transportation, gas sales, production of oil and gas condensate, refining of oil, gas condensate and other hydrocarbons and sale of refined products.

Other types of financial and economic activities include mainly construction, production of electrical and thermal energy and asset management. This organization belongs to the oil and gas industry.

According to Civil Code In the Russian Federation, a joint stock company is recognized as a company whose authorized capital is divided into a certain number of shares; participants joint stock company(shareholders) are not liable for its obligations and bear the risk of losses associated with the activities of the company, within the limits of the value of the shares they own. In the event that its participants can alienate the shares they own without the consent of other shareholders, then such a company is recognized as an open joint-stock company. It has the right to conduct an open subscription for shares issued by it and free sale on the terms established by law and other legal acts. The authorized capital of a joint stock company is made up of the par value of the company's shares acquired by shareholders. At this point in time, OAO Gazprom, in terms of the size of its organization, belongs to the class of “large” business.

The current state of the facility and control system can be characterized as strong and stable. Gazprom looks to the future with confidence. Every year Gazprom improves its management structure. The reform is aimed at increasing the efficiency of Gazprom as a vertically integrated company. The creation of subsidiaries has begun for activities such as underground gas storage, underground repairs, hydrocarbon processing, and oil production.

Along with the strong position of the organization, there are problems that are both strategic and financial in nature:

The increasing interdependence of markets, which in the era of globalization leads to the synchronization of countries' economies and to the possibility of rapid transfer of recessions or crises from one country to another;

The problem of international regulation of the industry. Regulation of the energy industry is carried out in various areas. The most important areas are liberalization, customs and tax legislation, environmental legislation and energy security.

The issue of ensuring energy security is to stimulate effective use energy, as well as reducing dependence on energy imports from a single source;

Geographical conditions and climate. A significant share of Gazprom’s gas production comes from Western Siberia, where harsh climate complicates production and increases the cost of natural gas;

Changes in exchange rates and inflation. A significant portion of Gazprom's revenue is denominated in dollars or euros, while most of its costs are denominated in rubles. In this regard, changes in inflation rates and exchange rates have a significant impact on the results of financial and economic activities.

These problems arise in the development of almost any large structure, but Gazprom looks forward confidently, strengthening its position in the global energy market, helping to increase the company's authority and influence in the world community, as well as ensuring long-term growth in its value.

2.2 Mission and main goals of the organization

OJSC Gazprom is the largest gas company in the world. The main activities are geological exploration, production, transportation, storage, processing and sales of gas and other hydrocarbons. The state is the owner of a controlling stake in Gazprom - 50.002%.

Gazprom sees its mission in the most efficient and balanced gas supply to consumers of the Russian Federation, fulfilling long-term gas export contracts with a high degree of reliability.

The following main goals of Gazprom can be identified:

1. Increasing gas production volumes. Gazprom has the world's richest natural gas reserves. Its share in world gas reserves is 17%, in Russian - 60%. Gazprom accounts for about 20% of global and about 85% of Russian gas production. Priority direction Gazprom's activities include the development of gas resources of the Yamal Peninsula, the Arctic shelf, Eastern Siberia and the Far East.

2. Timely supply of gas to Russian and foreign consumers. Gazprom owns the world's largest gas transportation system - the Unified Gas Supply System of Russia. Its length is 156.9 thousand km. Gazprom exports gas to 32 countries near and far abroad and continues to strengthen its position in traditional foreign markets.

3. Diversification of markets and products. Gazprom is implementing a step-by-step strategy to increase its presence in the liquefied natural gas (LNG) market. This allows you to expand the geography of the company's activities. The development of the oil business is one of Gazprom's strategic goals on the path to becoming a global energy company. One of the core areas of product diversification for Gazprom is the electric power industry, the combination of which with the gas business is a global trend and allows for a significant synergistic effect.

4. Social significance of OAO Gazprom. The most important principles in the activities of the Gazprom Group are to be attentive to the interests of society, fully promote the socio-economic development of Russian regions, create a favorable business climate in them, maintain decent working conditions, and the social and spiritual well-being of people.

In this regard, the Company strives to ensure sustainable development of its business, paying increased attention not only to the economic, but also to the social component. Gazprom steadily follows the principles of social responsibility, which are: gasification of the country's regions, creation of new jobs, implementation of social programs for staff, sponsorship and charity, environmental and educational events, payment of taxes, etc.

Particular attention is still paid to supporting disabled children, orphans and children in orphanages. Every year the Company allocates funds for the construction of residential buildings, kindergartens, clinics, etc.

The company strictly complies with its tax obligations, bringing in daily Russian budget about 1 billion rubles.

In its sponsorship and charitable activities The company is focused on supporting such areas of public life as culture, sports, education, science, and participates in major projects aimed at reviving national, preserving artistic and historical values, enhancing the best traditions of the national stage and theatrical art.

Among Gazprom’s long-standing partners in the field of strengthening and developing cultural heritage are the State Tretyakov Gallery, State Museum fine arts them. A.S. Pushkin, State Hermitage, State Academic Mariinskii Opera House, other centers of Russian culture.

For many years now, fruitful cooperation between OAO Gazprom and the Russian Orthodox Church and other faiths has been ongoing, aimed at reviving spiritual and religious traditions.

Gazprom actively supports the development of domestic science, is the founder of many Russian scientific public organizations and foundations, including the Supreme Engineering Council of the Russian Federation, the Non-Governmental Environmental Foundation named after. IN AND. Vernadsky and others.

Gazprom provides traditional support to the Olympic teams of our country and is the general sponsor of the Russian football club"Zenith", a partner of the All-Russian Federation of Rhythmic Gymnastics, supports various national sports federations, sports teams and individual (both established and beginning) athletes.

Traditionally paying special attention to supporting children and youth, the Company began implementing the Gazprom for Children program aimed at supporting the physical and spiritual potential of the younger generation.

Gazprom is not only one of the most important participants in global energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, but also an organization whose activities are of great social importance for a huge number of people.

2.3 Analysis of environmental factors

The current economic situation on the global energy market:

Oil is an energy carrier of global importance, gas is mainly regional, coal is local;

A sharp increase in hydrocarbon consumption that will not be replaced in the foreseeable future alternative sources energy;

A sharp increase in the needs of developing Asian countries in energy resources, taking into account continued economic growth, rapid population growth and the extremely high energy intensity of national economies;

Increasing gap between consumption volumes (increasing) and production volumes (decreasing) of hydrocarbons in developed countries;

Limited opportunities for additional production growth increase risks associated with possible market destabilization;

The level of provision of the world economy with oil and gas reserves is decreasing;

Lack of (temporary) oil refining and transportation capacity and limited additional oil production capacity;

The interest of industrialized consumers in the problems of development of alternative energy is indicated;

The importance of projects for the production and supply of liquefied natural gas (LNG) is increasing;

There is renewed interest in nuclear energy in a number of countries;

There are fewer and fewer assets available for mergers and acquisitions, so last years major mergers occur exclusively within one country or a common geopolitical space;

Growing political risks in regions richest in hydrocarbons.

The main factors hindering the development of the gas industry (using the example of Gazprom) in Russia:

The policy of Gazprom, for which it is unprofitable to develop the domestic market under the conditions of existing domestic gas tariffs;

Lagging of production growth rates from gas consumption growth rates;

The need to invest serious funds in the development of new fields;

Focus on purchasing Central Asian gas instead of investing in production projects;

The policy pursued at the state level to prevent foreign companies from being operators of the development of the most promising objects (Yamal, Shtokman field);

The critical state of the existing oil export infrastructure and the problem of modernization current system main gas pipelines;

Monopolistic nature of the Russian gas industry.

The main consumers of energy resources in the domestic market include the electric power industry, metallurgy, agrochemicals, the cement industry, the population, industrial enterprises and others. The main consumers of Gazprom's products on the foreign market are the Far Abroad, the CIS and the Baltics.

For a more clear example, in Tables 1 and 2 we will conduct a PEST analysis of the enterprise OJSC Gazprom.

Table 1. "Environmental factors"

The next stage of the analysis is to analyze the influence of the above factors on the activities of OAO Gazprom.

Table 2. Influence of PEST factors on the activities of OJSC Gazprom

Based on the analysis, appropriate conclusions can be drawn. Gazprom is not only one of the most important participants in global energy markets, capable of making a significant contribution to their stabilization and ensuring global energy security, but also an organization whose activities are of great social importance for a huge number of people.

There are a number of problems associated with Gazprom's entry into the foreign market. Among them are: the problem of modernizing the existing gas pipeline system, lack of investment in production projects, lagging behind in the level of use of the most promising technologies, limited opportunities for oil pipeline supplies to Europe, persistence of transit risks, the unresolved nature of many issues within the EU and the virtual absence of a common point of view on the way to ensuring energy security.

In this regard, the priority measures to change the current situation include: increased attention, both at the state level and on the part of the largest oil and gas companies, to the domestic gas and oil production sector; stimulating investment in the reproduction of the mineral resource base and the development of deposits; investing in national mining projects in Eastern Siberia and Far East, Sakhalin, northern shelf, etc.; maintaining and expanding the presence of Russian companies in the fuel and energy sector of Iraq, Iran, and other countries in the region; special attention must be paid to LNG production projects as the most promising from the point of view of the future of the global fuel and energy sector; increasing technological safety and operating efficiency of energy transport networks; expanding the supply of hydrocarbons to markets in Europe through the construction of additional energy transport routes (to Northern, Southern Europe and the Balkans) and consolidation in the Asian-Pacific market; Russian oil and gas companies need to use favorable external conditions to reconstruct production facilities using modern technologies and to develop a sales network, which will reduce production costs and offer a more competitive product to foreign markets.

Nevertheless, whatever the existing barriers, Gazprom improves its position in the global energy market every year, focuses on seriously strengthening its competitive position in the European and global hydrocarbon markets, which allows us to confidently speak of our country as one of world energy leaders.

3. Innovative method of analyzing the external environment of the Gazprom enterprise

The Russian energy market is not attractive for such a monopolist as Gazprom; the reason is the constant restrictions on price increases by antimonopoly services. Therefore, the company is trying to enter the foreign market with the main volumes of raw materials, where these raw materials are highly valued. After analyzing the enterprise and its activities, we can offer the following:

The main sections in PEST analysis play an important role, but this analysis does not take into account:

- trends in changes in the level of partner countries;

- rapid abolition of used equipment;

- processing of raw materials in Russia does not meet EU standards, which forces oil companies to sell unprocessed oil, thereby reducing its cost;

- different living standards of Russians and Europeans negatively affect the company’s policy, this is justified by the fact that it is more profitable to supply raw materials to Europe than to sell them in Russia;

- the state does not support monopolists. Those. Having a controlling stake, the state does not invest in the modernization of the enterprise, knowing about the prospects of this industry.

Based on these “cons”, we will draw up a rough plan for analyzing the external environment of OAO Gazprom:

· Determination of the main task of the energy strategy.

· Analysis of global presence strategy.

· Marketing strategy in domestic and foreign markets.

· Strategy in the field of electric power industry.

· Possibility of diversification of production.

· Level of development of oil and gas processing.

· Development of the gas transportation system.

State support is not tangible, only taxes on the organization’s profits are increasing, given that this industry is promising, the state is not taking significant measures to modernize it. If the state invested in the modernization of Gazprom, it would allow the company to reach a new level, thereby increasing its profits and the profits of investors.

The development of raw material extraction technologies will allow the company to take a leading position in the world and establish itself not only as a reliable partner, but also as a supplier of high-quality raw materials. In addition, modernization of oil refining technology will make it possible to produce gasoline at a European level, this will allow us to capture an even larger market share not only in Europe, but throughout the world. The distribution of high-quality gasoline on the domestic market will allow us to attract more customers in Russia, thereby increasing our own revenue and pushing competitors into the background. There are a lot of foreign-made cars in Russia that require high-quality fuel in order to avoid unnecessary costs that may arise due to vehicle breakdown.

In fact, the higher the quality of gasoline, the longer the engine will work, this will attract motorists who are willing to overpay for high-quality fuel, this scheme is used by the Lukoil company; this company provides gasoline of European quality at a high price, and thus has managed to establish itself as a reliable partner with many clients who speak positively about the quality of the services provided. Consequently, if a company proceeds from the parameters proposed above, then it will see the whole picture emerging around the company, this will allow it to more flexibly respond to changes in market requirements, as well as maintain a leading position in the world.

Conclusion

The external environment in strategic management is considered as a combination of two relatively independent subsystems: the macroenvironment and the immediate environment.

The macroenvironment creates the general conditions of the organization's environment. Analysis of legal regulation involves the study of laws and other regulations that establish legal norms and the framework of relations, gives the organization the opportunity to determine for itself the acceptable boundaries of action in relations with other subjects of law and acceptable methods of defending its interests.

The political component of the macroenvironment must be studied in order to have a clear understanding of the intentions of government authorities regarding the development of society and the means by which the state intends to implement its policies.

The study of the political component should focus on finding out what programs various party structures are trying to implement. external environment analysis strategic

The study of the social component of the macroenvironment is aimed at understanding the impact on business of such social phenomena and processes, such as people’s attitudes to work and quality of life.

Analysis of the technological component allows you to timely see the opportunities that the development of science and technology opens up for the production of new products, for improving manufactured products and for modernizing the technology of manufacturing and marketing products.

The analysis of suppliers is aimed at identifying those aspects in the activities of entities that supply the organization with various raw materials, semi-finished products, energy and information resources, finances, on which the effectiveness of the organization depends.

Bibliography

1. Efremov V.S. Business strategy: Concepts and methods of planning.

2. Zabelin P.V., Moiseeva N.K. Fundamentals of strategic management.

3. Markova V.D., Kuznetsova S.A. Strategic management: Course of lectures.

4. Thompson A.A. Strickland A. J. Strategic management: The art of developing and implementing strategy.

5. A.G. Porshneva, Z.P. Rumyantseva, N.A. Salomantina Managing an organization: a textbook.

6. http://www.gazprom.ru/.

7. http://gazprom.ru/interactive-reports/report2010/ru/.

8. http://www.2stocks.ru/main/invest/stocks/isprofile/deyatelnost?issuer_id= 192&profile_id=plan.

9. http://www.gascom.ru/ru/new_projects/index.php?print=Y.

10. http://www.oilandgaseurasia.ru/articles/p/108/article/1042/.

11. http://ria.ru/company/20120120/544456737.html.

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PEST can be considered special method, which allows you to assess the external environment of the enterprise, factors that influence the production and sale of goods or the provision of services. Since there are many nuances when working with your enterprise, it is necessary to clearly analyze the macro environment. This is what pest analysis is for.

The external environment is divided into:

• Microenvironment - it includes shareholders, buyers, creditors, and so on;
• The macro environment is the economy, natural factors, government, and the like.

Let's consider each factor separately.

1. Political or political factors. Based on the title this stage analysis is aimed at studying all sorts of nuances associated with the government. The success of an enterprise depends on factors such as:
   • Stability in the state;
   • Government influence on the industry in which the company operates;
   • Allocation of resources by the state;
   • Legislation, taxes, labor protection laws and much more.

No matter how much I would like to, the government has great influence on all sectors in the state and enterprises in particular.

2. Economic or economic aspects. Economic analysis takes into account the well-being of the population, whether people will be able to use the services of your enterprise and buy the goods you produce. The obtained data contributes to forecasting price levels and profitability. Objectives of economic analysis:

• Assess investment policy;
• Analyze energy prices;
• Study information about the budget deficit and the amount of taxes;
• Process data on citizens’ incomes;
• Consider unemployment and inflation rates.

3. Social or social factors. The main task is to study the needs of people, what goods they are willing to buy and what services to use. The goals include:

• Study of consumer preferences;
• Quality of people's lives;
• Life style.

4. Technological or technological aspects. The analysis is designed to examine technology trends at the moment. Without such information, there is a possibility of falling behind competitors who will produce a product that is technologically more advanced than yours. Goals:

• Familiarization with the field of scientific and technical progress;
• Studying developments that may affect your business;
• Improving the equipment used in production, improving the production process, using the latest technologies.

Example of pest analysis

As an example, consider a beauty salon. The success of the services provided depends on various factors that require detailed analysis. It is worth paying attention to the negative aspects, if any. Otherwise, there is a chance to lose a significant share of clients, which will entail a financial drain. The same goes for the positive aspects: if you managed to notice them in time and process the information, the company will receive a solid advantage.

What factors primarily influence your beauty salon? Internal environmental factors. This includes the initial capital with which your salon will begin its activities. External factors are, for example, the laws of your state.

Positive ones are also characterized as the strengths of your enterprise. For example, the best makeup artist in the whole city works in your salon and people will come to you to use his services. Negative factors are your weaknesses. For example, you don't work on Sunday. People will prefer competitors because they work on weekends.

All aspects given are intended to serve as examples only. Pest analysis should take more than one day or even a month to calculate everything down to the smallest detail.

Apple Pest Analysis

Pest analysis of Ikea company

Pest analysis of Lukoil company

As we can see, this type of analysis of the macro and microenvironment of an enterprise is very effective and is suitable for enterprises of various sizes and directions.

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